For the music marketing research I did, I explored Big Loud, a Nashville based music company that's known for developing artists and changing the traditional rules for marketing artists in the country music space. I chose this company because they have their entire operation, including publishing, management, production, and their record label, all in one building which leads to a more efficient and quicker promotional process compared to most traditional record labels.
I choose two of their most popular artist, Morgan Wallen and HARDY. Both are signed under Big Loud but in different parts of the company. Morgan Wallen became one of the biggest names in country music by being relatable, honest and consistent in storytelling, appealing to a fanbase of young and old country fans.Then, HARDY is mixing country with Rock. His fanbase, ranges from teenagers, to people in their 50's and 60's, which shows how far his style reaches. Analyzing each artist let me to see that branding can vary depending on the artist’s personality and their goals.
I also examined their use of digital marketing. Morgan Wallen leans on streaming platforms and surprise releases, and posts which draw attention. He uses TikTok and Youtube, so that he can keep fans engaged. HARDY uses Instagram, collaboration with Big Loud artists, and digital album launches. Both artists utilize the internet to keep their relevancy and form strong fan communities centered around their music.
I also researched non digital marketing. Morgan Wallen uses tour, festivals, radio, and lifestyle brand collaborations to connect with fans in real life. HARDY also has a heavy tour schedule, and sells physical merchandise with the themes of each album. Understanding these non digital approaches led me to the conclusion that live experiences and physical branding still matter in music marketing in an increasingly digital world.
Overall, this study revealed the significance of an artist maintaining a clear, distinguishable brand, fully understanding their audience, and integrating both online and offline plans. Big Loud tis great at moving quickly, remaining creative, and developing their artists into lifestyle brands, not just songs. This planning experience showed my understanding of how music marketing works from the inside out and how different components of the marketing plan work together in building the artist's growth.
